Customers will permanently face less choice in British restaurants and supermarkets because of a crippling shortage in lorry drivers which has hammered companies across Europe, the boss of the country’s biggest food trade body has warned.
Ian Wright, head of the Food and Drink Federation, said that a combination of the pandemic and post-Brexit disruption means that consumers must get used to the end of an era when “just about every product they want” was easily available.
Mr Wright said: “That’s over. And I don’t think it’s coming back.”
Do consumers desire such choice? Are hey willing to pay for it – the true definition of really desire? Then prices will adjust so that lorry driver wages rise to where there are sufficient lorry drivers to produce that variety.
Further, if prices don’t so adjust then this is proof that consumers don’t in fact want that choice.
That is, it’s not that consumers will have to get used to not getting what they want. The entire joy of a market economy is that consumers get what they really do want, the definition of really do being are willing to pay for.